Swedish fashion giant H&M has announced that it has pulled a school clothing advert that critics said sexualised young girls.
The ad campaign launched in Australia and featured two young girls in school uniforms with the caption "Make heads turn with H&M's back-to-school fashion."
Social media users condemned the ad, which has since been pulled.
"We have removed this ad," a company spokesperson told AFP. "We deeply regret the offence it has caused and are exploring how to present our campaigns in the future."
On parenting site Mumsnet, user "pickledandpuzzled" asked how the ad had been approved in the first place.
"It's been taken down but why aren't these things getting noticed? What is the thought process that generates these ads?"/BNES